When SiMPore first partnered with my team, they were still a relatively new company looking to establish a stronger online presence. Our initial site audit revealed several critical issues, including a confusing site structure, misaligned keyword targeting, and underperformance in core web vitals and site speed, tracked through SEMRush.

To address these challenges, we executed a full website redesign that strategically organized content by audience type, greatly improving navigation and enhancing the overall user journey. The new site architecture featured a simplified design and targeted keyword strategy, effectively positioning the site for the right organic audience.

An SEO Strategy Rooted in Understanding the Audience

What made this project especially unique was the complexity of SiMPore’s niche. Their audience consisted primarily of research institutions, laboratories, and universities. To gain a deeper understanding of their offerings and buyer journey, I took the initiative to visit their facility. This in-person experience gave me critical insight into their nanomembrane technologies and helped shape a strategy aligned with the needs of their primarily B2B scientific audience.

With that understanding, I developed a robust keyword strategy tailored to the research and academic sectors. We restructured the site architecture around distinct audience types, improving navigation and elevating the overall user experience. This shift, from a scattered content approach to a highly targeted framework, significantly improved organic relevance and keyword alignment.

Link-Building Efforts

After implementing the new content structure and keyword strategy, I focused on building high-authority backlinks. I conducted outreach to universities and scientific organizations, proposing content collaborations and product spotlights. These efforts resulted in several valuable placements, including a major feature in Microscopy Today, one of the most respected publications in the field of microscopy and nanotechnology.

Results

The impact of this campaign was significant:

167% increase in organic traffic, signaling substantial SEO performance gains
36% year-over-year increase in contact form submissions, reflecting stronger lead generation
Notable improvement in Largest Contentful Paint (LCP), enhancing site speed and user experience
276% year-over-year growth in client revenue, demonstrating measurable business impact and client satisfaction

These results reflected both strategic alignment and sustained technical optimization, including continuous improvements in page speed, mobile responsiveness, and structured data enhancements.

This project highlights the value of pairing data-driven SEO strategy with a deep understanding of the client’s audience and industry. It was a rewarding opportunity to grow visibility in a complex, B2B space.

Additional Contributions

Beyond SEO, I also contributed original content and visual media to the project. I wrote keyword-optimized on-page copy for all major sections of the site and traveled to SiMPore’s facility to capture custom photography that better reflected the brand and its sophisticated product line. These assets gave the site a polished, credible appearance that resonated with its target audience.

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